1.
BCV
Social
Media
Management
Social
Media
Management
&
Strategy
• About
BCV
• The
Customer
Lifecycle
• Building
a
Strong
Social
Presence
• Campaign
Examples
Benji
Greenberg
@BCVBenji
1

2.
Who
We
Are
BCV
is
a
full
service
social
media
management
&
strategy
agency
with
expertise
in
the
hospitality
industries.
We
manage
and
monitor
the
social
spaces
up
to
,
and
our
team
of
social
media
experts,
community
monitors,
graphic
designers,
copywriters
and
more,
work
with
your
team
to
build
a
strong
and
effective
social
media
presence,
in
short:

3.
New
Customer
Lifecycle
Discovery
Con8nuous
Purchase
Touch
Points
Post
Arrival
Pre-­‐Arrival
On
Property
3

4.
The
Social
Web:
Discovery
Users
search
in
traditional
networks
while
sharing
and
conversing
about
those
search
results
in
public
social
networks.
4

5.
Discovery
@Angela341
“Looking
for
hotel
deals
on
Priceline…
Anyone
know
a
great
place
in
Miami
I
should
take
a
look
at?”
@MarkusMan2
“Looking
for
hotel
ideas
in
LA
&
San
Diego!
Got
any?”
@briIalbrecht
“Anyone
have
any
ideas
where
we
should
go
on
our
honeymoon?!?”
5

6.
Purchase
AKer
users
make
a
purchase,
they
talk
about
their
excitement
in
public
mediums
where
they
reference
the
hotel
they
are
staying
at
as
well
as
the
des8na8on.
The
“hotel
stay”
oKen
starts
before
the
customer
arrives
on
property.
@NewMediaJim
“VacaEon
Booked!
J
The
Ritz-­‐Carlton
Half
Moon
Bay
here
we
come!”
“@NewMediaJim
Looking
forward
to
having
you!
Please
tweet
us
if
we
can
be
of
any
assistance.”
6

7.
Pre
Arrival
The
window
created
by
iden8fying
the
guest
before
they
arrive
allows
for
possible
customiza8ons
and
purchases
for
addi8onal
services.
@NewMediaJim
“@RitzCarltonHMB
Thanks
and
will
do!
Planned
our
flight
so
we
arrive
in
Eme
for
1:30
brunch
seaEng
on
Sunday.”
“@NewMediaJim
Great
to
hear!
We’ll
be
anxiously
awaiEng
your
arrival.
Safe
travels
&
let
us
know
if
we
can
help
with
anything
prior
to
your
arrival.”
7

8.
On
Property
While
on
property,
guests
will
use
the
mediums
to
share
posi8ve
&
nega8ve
experiences.
They
will
also
use
the
mediums
for
customer
service,
room
service,
etc.
@NewMediaJim
“The
view
from
our
balcony
as
a
golfer
works
on
his
short
game
at
@RitzCarltonHMB
(Photo)”
“@NewMediaJim
Great
photo,
thank
you
so
much
for
sharing.
We
hope
you
are
enjoying
your
stay!”
8

9.
On
Property
While
on
property,
guests
will
use
the
mediums
to
share
posi8ve
&
nega8ve
experiences.
They
will
also
use
the
mediums
for
customer
service,
room
service,
etc.
@LarryChiang
“@RitzCarltonHMB
I’d
love
Mexican
coca
cola
in
a
bo_le
but
more
realisEcally,
@RitzCarltonHMB,
my
conference
a_endess
would
like
diet
coke!
#ieww
#cd11LP”
“@LarryChiang
Mr.
Chiang,
the
diet
coke
is
on
its
way!
Please
let
us
know
if
we
can
be
of
any
further
assistance.”
9

10.
Post
Arrival
AKer
guests
depart
they
leave
real
8me
reviews
on
mediums
such
as
Facebook
and
TwiIer.
Just
as
with
Trip
Advisor,
these
reviews
are
seen
by
a
large
amount
of
users.
@NewMediaJim
“Was
very
sad
to
leave
the
serenity
of
@RitzCarltonHMB,
but
happy
to
meet
the
friendly
face
behind
their
tweets!
Had
a
lovely
Eme
there.”
20
Users
“ReTweeted”
This
Message
Over
200,000
Impressions
10

11.
Continuous
Touch
Points
AKer
guests
depart
they
leave
real
8me
reviews
on
mediums
such
as
Facebook
and
TwiIer.
Just
as
with
Trip
Advisor,
these
reviews
are
seen
by
a
large
amount
of
users.
@Louis34
“Happy
Birthday!
Safe
travels
home.
Loved
your
birthday
cake
from
your
family!”
@NewMediaJim
“I
loved
it
too!!
Can’t
wait
to
get
home
and
see
them!”
Opportunity
to
Con?nue
the
Rela?onship
11

12.
The
Account
Process
Development
&
Strategy
we
use
imagery,
video,
positive
reviews
Develop
&
Strategize
and
articles,
while
developing
original
and
creative
written
content
designed
to
draw
in,
engage
and
inspire
your
followers.
Identify
&
Engage
we
interact
with
target
users
on
a
daily
basis,
thus
increasing
your
hotel’s
presence
Identify
&
Engage
on
social
media
networks
such
as
Facebook
and
Twitter.
Consistently
Monitor
we
supervise
each
of
your
sites
and
Consistent
Monitoring
interact
with
those
who
have
questions
and
comments,
putting
your
voice
out
there
with
sincerity
and
authenticity.
12

13.
Development
&
Strategy
Think
about
what
makes
your
product
unique.
What
do
you
want
users/guests
to
know
you
for?
Building
a
Strong
Social
Presence

14.
Development
&
Strategy

15.
Content
Sparks
Conversation
Simple
photos
such
as
an
employees
first
day,
snow
from
a
window,
or
even
your
bar
all
have
the
poten8al
to
drive
conversa8ons.
Conversa8ons
turn
into
new
poten8al
leads…

16.
Identify
&
Engage
Seek
out
your
key
clientele
to
augment
the
referral
process.
Target
conversations
where
you
are
being
discussed
as
well
as
conversations
where
you
could
potentially
have
a
sales
impact.
Generating
Community
Interest

17.
Lead
Generation
RFP
Leads:
Mee8ng
Space
17

18.
Lead
Generation
A
Simple
Welcome…
Over
5
Million
Impressions
18

19.
Lead
Generation
Leads
for
others…
19

20.
Consistently
Monitoring
Treat
the
channels
as
phone
lines
before
anything
else.
Address
the
negative
and
be
transparent.
Strengthen
Customer
Loyalty

21.
FountainBleau
Mobile
App
Launch
¡ Hotel
Mobile
App
¡ Goals:
¡
To
get
app
in
the
hands
of
current
guests
and
future
guests
¡ Build
a
database
of
tech
savvy
hotel
clients
¡ Get
exposure
to
competition
set
guests
¡ Grow
the
Facebook
Fan
base
¡ Build
Sweepstakes
§ Went
to
hotel’s
biggest
advocates
(fans
and
followers)
§ Bonus
entries
to
encourage
sharing
§ Incentivized
with
on-­‐property
rewards
§ Supported
with
$500
worth
of
Facebook
ads
¡ Fontainbleau
app
is
in
the
top
25
for
downloads
for
3
weeks
¡ 7,000
Downloads
¡ 2,000
entries
and
email
addresses
¡ 4,000
new
fans
21

22.
Facebook
Sweepstakes:
App
Launch
22

23.
Facebook
Sweepstakes:
Pitbull
Labor
Day
23

24.
Pitbull
Video
Tab
• The
Pitbull
Video
Tab
acted
as
a
landing
page
for
messages
sent
out
from
Pitbull.
• When
a
user
landed
on
this
tab
they
were
forced
to
“like”
Fontainebleau
before
gaining
access
to
the
video.
24

25.
Virgin
Atlantic:
Red
Hot
Reporter
¡ Talent
search
to
report
from
NFL
International
Series
¡ Goals:
¡ Get
in
front
of
US/UK
travellers
and
ineluencers
¡ Increase
the
Engagement
Rate
with
business
traveler
demographic
¡ Expand
brand’s
positioning
as
unique
and
playful
to
NFL
audience
¡ Create
user
generated
shareable
content
¡ Build
Sweepstakes
§ Create
low
barrier
to
entry
(submissions
accepted
through
any
platform)
§ Share
user
generated
content
that
exemplify
the
Virgin
Flyer
§ Identify
frequent
elyers,
travellers,
ineluencers
in
target
markets
¡ Increased
Engagement
Rate
by
350%
over
30
days
¡ Identieied
1,500
potential
elyers
in
multiple
US
markets
25

26.
Commonalities
¡ Provided
Exclusive
Access
(behind
the
scenes)
¡ Reward
Brand
Advocates
FIRST
¡ Targeted
Ineluencers
within
natural
consistencies
¡ Geo-­‐locate
your
target
markets
¡ Identify
a
core
ineluencer
base
¡ Built
on
a
dedicated
fan/following
¡ Develop
great
and
engaging
content
¡ Engage
regularly
with
all
users
¡ Identify
opportunities,
ineluencers,
and
buyers
¡ Not
always
about
“what
you
engage
about”
¡ More
often
about
“who
you
engage
with”

27.
Gathering
Data

28.
Foursquare
–
Test
and
Repeat

29.
Why
Social
Media
Matters
• Plaaorms
-­‐>
Phone
Lines
– Complaints
– Posi8ve
Comments
– Requests
– Planning
– Booking
Forrester
Research

30.
How
Social
Stays
Connected
Content
Creation
Dynamic
Ads
Exclusive
Specials
Activating
Fans
A
fundamental
shift
has
occurred
in
the
way
people
communicate,
share
information
and
most
importantly
make
decisions.